Brand extensions

Hermès scarf exhibited at the Benaki Museum in Athens, Greece

Brand extensions need not be entirely new lines of product. Think about innovating within an existing category. For example, the Silk and Textiles business line of Hermès, with a continuous grow of an impressive rate of 9% annually, follows a twofold strategy: a. exceptional materials and masterful design; b. new formats.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on

Leave a comment